Since the Pols ice cream recipe is improved, packaging renewed and the price increased, there is challenge not only to tell story, but to involve people as part of Pols brand and strengthen position “childhood favourite”.

Solution

An entire Pols advertising strategy was based on two directions: “A childhood favourite” primarily, and secondarily all associations connected with “Pols” – North Pole, polar bear, cold, snow and ice. Both these directions are naturally characteristic of the Pols brand.